Beauty products

TikTok skinfluencers emerge as the go-to source for Gen Z – Glossy

Move on, YouTube. With the rise of skin-influencing superstars, TikTok has become a key source of beauty information for Gen Z.

A combination of dermatologists, estheticians, and skin care enthusiasts, TikTok’s army of skin care influencers are strong followers and have the ability to make or break sales for marks. The #skincare hashtag now has 10.9 billion views on TikTok, while #acne, a major concern for teens on the platform, now has 2.2. billion.

Hawaii-based skincare influencer Hyram Yarbro has become the de facto leader of TikTok influencers, with 5 million followers racked up in less than 5 months. He is particularly known for his signature duets in which he reviews fans and skin care routines of other TikTok stars, and can’t hold back her disapproval of certain procedures, like when Dixie D’Amelio used a pore vacuum. Skincare brands’ TikTok video reviews are frequently sprinkled with users tagging it to see if the product deserves its approval. The #skincarebyhyram hashtag, which people use to submit their routines to it in hopes of receiving a duet, now has over 930 million views on TikTok.

“I like that my videos are quite informative and a mix of entertainment and information,” said Yarbro, who had around 1 million followers on YouTube before he started posting on TikTok in March of this year. Its audience on TikTok has far exceeded that of YouTube, where it has 2.88 million subscribers and also posts video reviews of TikTok users’ skin care routines. “TikTok is very short; it’s very fast. I feel like with TikTok I can display the funniest side of my personality that’s more humorous, which is something that’s important to me.

Yarbro endorsement means big sales for brands: Peace Out Skincare pore tape sales quadrupled in 24 hours after Yarbro did one of his famous duets with influencer Kaelyn White while using the product . Yarbro’s favorite brand, CeraVe, officially started working with him after frequently praising the brand.

“He has built up a very strong clientele for his authenticity. He is truly a skin care expert and takes the time to share his skincare knowledge with his followers and with his fans, ”said Derrick Booker, vice president of marketing at CeraVe.

But not just any brand works with Yarbro, who said they are now responding to requests for 30 to 50 brands per day. He is particularly wary of working with luxury brands, sharing his opposition to their high price.

“My goal and intention was just to educate on the basics of skin care and help clients navigate their skin care purchases a little better because there is a lot of misinformation and ignorance. industry, so that customers buy as much skin care. as possible, ”Yarbro said.

Skincare influencers TikTok, who are often Gen Z or Millennials, have built up followers for recommend what works for them and don’t hold back when it comes to product reviews. Niki Romano’s TikTok account @winningskin gained 35,000 followers for her direct positions on which products she believes work and which don’t. She started posting on May 10th only, and said the key to exponentially increasing followers is to have a viral video take off. His video “What I would and wouldn’t buy from Costco” received 1.1 million views – CeraVe and Boscia were a yes, Neutrogena a no.

“People in general, not even in the skin care world, are pretty ruthless,” on TikTok, said Romano. “People will literally say whatever they want and make videos of what they want. People obviously love to hear what you like, but they also want to know what you don’t like.

An influencer named Vi, who posts from her @whatsonvisface account, for example, has gained nearly 300,000 subscribers by criticizing products she deems unnecessary, in a harsh, witty tone. His thoughts on Jade Rollers: “Honestly, it’s only fun when you’re stoned and it’s been refrigerated. Otherwise it will take a long time and I don’t have the patience. She also weighed in on Clarisonic, who recently announced its shutdown, saying, “Just use your fingers” instead, and advising people with sensitive skin not to use it.

The growth of skin care influencers has been rapid on TikTok. Young Yuh’s account @yayayayoung has received more than 698,000 subscribers since its launch in early March. He said he had been active on Instagram before, but that it had “never really gained momentum.”

“Instagram is very photogenic. It’s very classy, ​​sophisticated and classy, ​​but mine wasn’t like that, ”he said. One of his most popular videos on TikTok shows him putting Sriracha on his face like a face mask as a joke, saying “I totally recommend it to anyone.”

“I’m ready to do things that other people won’t like, for example. I’m willing to voluntarily apply retinoids to my face for a week in a row, twice a day, just to see what will happen with my face, ”he said. Other popular articles include her tips on K-beauty, such as a description of her 10-step routine.

A group of skin care professionals have also tapped into TikTok to counter some of the factual information shared by potential experts. Dermatologist Dustin Portela is making videos for his nearly half a million TikTok followers, debunking claims about products made by non-doctors. For example, a recent video challenges a user’s claim that sunscreen “can cause cancer by blocking the light that tells my damaged cells that turn into cancer to kill themselves.” At the same time, he is also careful to indicate in his TikTok biography that his account is “not medical advice”.

Yarbro also noted that its advice should not be viewed as medical, saying users view its content as similar to “shopping with a best friend.

“I am not a licensed esthetician or dermatologist. I make sure to distinguish that on the videos; I do not give advice as a beautician or dermatologist. I don’t claim to know more than them, ”he said.

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